Updated: May 1
When we think of major chains, we often unconsciously think of their brand when determining where to make our purchase. Let’s take shopping for example: what is the difference between Walmart, Target, and Costco? What about Chick-Fil-A and McDonald’s?
The Chick-Fil-A/McDonald’s contrast is one of the most commonly used examples of branding and image in today’s public conversation. When we think of Mcdonald's, we think of burgers, fries, and convenience. Hungry? Stop at Mcdonald's. Traveling? Stop at McDonald’s. The lines are fast, the food is cheap, and you likely already know what is on the menu. Now, let’s think about Chick-Fil-A. When we think of Chick-Fil-A, one of the first things that comes to mind is customer service and the restaurant's overall atmosphere. The food is a bit more expensive, the lines are considerably longer, and your desired item might be sold out.
Ultimately, one of the main things that Chick-Fil-A and McDonald’s do have in common is their carefully chosen branding strategies. Neither restaurant is “better” than the other, but both have stark differences in branding that set them apart from each other. Chick-Fil-A’s brand revolves around service and fresh food.
The popular “My pleasure” saying is one of the best examples of their focus on client experience. McDonald’s might not have the customer service aspect down pat, but they definitely have their speedy delivery working for them, as well as their reputation as one of America’s founding fast food chains.
Now, you might be asking “What do I have to do with McDonalds?”. Great question! While you may not be a restaurant chain, your brand is just as important as theirs. How will you stand out from your coworkers, or other professionals in your industry vying for the same positions that you are? What would allow you to make as much as possible in your role? How do you become known as the best in your field? What path should you take in your education, your social life, and in your professional life?
The answer to these questions lie in your efforts towards developing your personal brand.
Read the next article in our series, How to Begin to Develop Your Brand Using Your Why, What, and How to learn the basis and mindset behind creating your personal brand.